The United Jewish Community of the Virginia Peninsula announced a rebrand to Jewish Peninsula.  

This fresh public identity reflects our commitment to building vibrant, modern Jewish life across the Virginia Peninsula. Jewish Peninsula is more inclusive, accessible and memorable – perfectly capturing our focus on community connection and future growth.

This rebrand is part of our broader strategic plan to modernize, engage new generations and strengthen our impact in the wider community. It represents both our rich continuity and our innovative future.

Whether you refer to us as "Jewish Peninsula," "the J," or our full name – you're talking about the same organization working to enrich Jewish life across our region.

Our mission hasn't changed: to support, strengthen and inspire Jewish life on the Virginia Peninsula and beyond. We're simply expressing it more clearly and effectively.

Special thanks to Jody Sarfan for chairing our Rebrand Committee and to committee members Kelli Caplan, Sylvia Craft, Michael Malkin and Sara Traster for their leadership and dedication throughout this process. 

Rebranding FAQs:

Why did you change our name to Jewish Peninsula? We wanted a name that feels more inclusive, accessible, and representative of the vibrant, modern Jewish life we’re building across the Virginia Peninsula. “Jewish Peninsula” is shorter, more memorable, and reflects our focus on community connection and future growth.

What happened to the United Jewish Community of the Virginia Peninsula? That is still our official, legal name. Jewish Peninsula is our public identity, but we remain the same organization with the same mission, governance, and nonprofit status. You may still see our formal name on official documents, grant applications, and financial records.

What about “the J”? The J is already part of our identity, even if we haven’t ever officially embraced it. With participants who range from newborns at the Sarfan Early Childhood Center to centenarians at Grand Club —and everyone in between—the J opens possibilities for connections, open to all, proudly guided by Jewish values.

Does this change affect the services we offer? Not at all. We continue to provide the same programs, support, and leadership for Jewish life on the Peninsula—just with a renewed spirit and a name that better reflects who we are today.

Is this part of a larger strategic plan? Yes. The new name is part of a broader effort to modernize our brand, engage new generations, and strengthen our visibility and impact in the wider community. It reflects both continuity and innovation.

How should I refer to the organization? For everyday conversation, “Jewish Peninsula” or “the J” are perfectly fine. For formal purposes—such as legal documents or tax filings—please continue to use United Jewish Community of the Virginia Peninsula.

Has our mission changed? No. Our mission remains the same: to support, strengthen, and inspire Jewish life on the Virginia Peninsula and beyond. The new name simply helps us express that mission more clearly and effectively.